The art of storytelling

People have told stories for as long as can be remembered. From a very early age we are captivated by them; we are eager to listen to them; and most importantly, we learn from them. So it is hardly surprising that even among adults, storytelling is still one of the best and most effective ways of communicating.

Tim Edgar

Senior Adviser

The reasons are simple: If facts are put into context they become more interesting. More interesting means more memorable.

At Cambre we put great emphasis on good storytelling because good business communications calls for a powerful narrative.

The more memorable your story is, the easier it becomes for your audience to re-tell it to others. In other words, your messages will resonate and travel much further.

It is also true that stories are far more likely to inspire and motivate people to take action than if they are presented with facts alone. Whether you are looking for greater commitment from your employees; wanting to impress investors; needing to convince a politician; or simply trying to persuade your customers to buy more from you, framing your information and arguments within a compelling story will have much greater impact.

Our digital age means that we have a lot more opportunities to tell our stories too. We can use blogs, podcasts, videos, websites and social media in addition to some of the more traditional methods.

So why do so many people still insist on producing boring PowerPoint presentations stuffed with buzzwords, business jargon and overly busy bar charts? For some, it is probably because they think it is the easier option. Or perhaps it’s because they believe their company wants them to do it that way.

But if you are one of those people then it is probably time to break the mould. The little extra effort it takes to craft your story will pay huge dividends and it will set both you and your company apart.

If you are craving innovation but are struggling to generate compelling storylines, please come and talk to us.